How to Slash Your Advertising Costs

How to Slash Your Advertising Costs

How to Slash Your Advertising Costs

Advertising costs for small business are the main thing putting small business owners from doing more of it. From their perspective, advertising is just a hole to throw money into with no real way to know whether they're getting anything for their investment or not.Fact: advertising costs for small businesses Are kept artificially high by two factors:First, the ad reps are there to sell you advertising space, not results. So your ad gets designed by a graphic designer rather than a direct response marketing expert and so ends up pretty, well laid out, colourful... and ineffective.And, secondly, your ads don't bring in any business. Which means your ROI is low, which in turn makes for very expensive advertising indeed. If you take away just one thing from this article, or, indeed, anything else you ever read from me, please, let this be it.Why?Because the outrageously high small business advertising costs are perhaps the biggest scam going... and yet no one seems to notice or even care.Here's how it works (and let me know if this resonates with you).You get a cold call out of the blue from an ad rep who by some miracle can offer you a "fantastic deal" on placing an ad in their publication. BUT you've got to book six or seven inserts to get this great price.You agree to meet them and in the conversation you admit you don't really know how to write an ad. But it's OK... because their in-house team can do it for you. Just... relax...Before you know it you've bought a BIG ad, and left all the worry about ad layout and design to them. And when the ad runs... it bombs.Bummer.Now, here's a secret they don't want you to know: they are paid, partly or wholly on commission. Meaning, the more space and "creative" they can sell you... the more they get in their own pay-packet at the end of the month. It's a conflict of interest no other profession would tolerate. A scam, in other words.So, here are 3 ways to cut the cost of your advertising and by definition dramatically increase your marketing ROI:1. Haggle. Ad reps are used to this - media buyers and the real heavyweight advertisers don't pay anything like rate-card rates. Nor will you if you stand your ground and refuse. Fact is, print advertising is declining in popularity meaning they have to drop their prices.2. Learn how to write your own ads. You'll discover the colourful "image" ads are NOT what make money. Once you learn how to write ads, YOUR ads will be smaller, simpler, have long and persuasive copy and won't need colour at all.3. Measure and test. By using proper direct response advertising formulae you'll quickly learn what's working and what's not, and so be able to tweak and test your advertising to make it more effective step by step.Want to discover more about cutting the cost of YOUR small business advertising and how to make it more profitable?

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